Marketing Commons^™

The Impact Of Digital Marketing Decisions On Market Outcomes In Residential Real Estate, Denise Hunter Gravatt

USF Tampa Graduate Theses and Dissertations

In the competitive and fast-paced industry of residential real estate, digital marketing strategies must effectively meet the information needs and demands of the industry’s three key stakeholders: buyers, sellers, and agents. Digital house hunting is the predominant search strategy for prospective homebuyers who scour the Internet looking for homes to purchase. Property sellers and real estate professionals, whose shared end-goal is to transact a successful sale, must discern which digital marketing choices are optimal for marketing for-sale properties online in the digital channels where buyers are searching.

A 2008 settlement agreement between the Department of Justice and the National Association …

An Examination Of The Progressive And Regressive Factors That Business Owners Consider When Choosing Whether Or Not To Implement An Exit Strategy, David C. Pickard

USF Tampa Graduate Theses and Dissertations

This purpose of this dissertation is to examine the progressive and regressive factors that affect a small business owner’s decision to implement an exit strategy. An exit strategy can be defined as an entrepreneur's strategic plan to sell his or her investment in a company he or she has controlling interest in. An exit strategy gives a business owner a way to reduce or eliminate his or her stake in the business and, if the business is successful, make a substantial profit. Exiting a business is a complicated process which includes among other things, the evaluation, preparation, marketing, and ultimate …

The Relationship Between Ambient Lighting Color And Hotel Bar Customer Purchase Behavior And Satisfaction, Kunal Shah

USF Tampa Graduate Theses and Dissertations

Increasingly competitive markets lead brand managers to search for new methods to improve customer satisfaction, increase revenue, and promote customer loyalty. Sensory marketing has the potential to meet those objectives. Sensory marketing programs are designed to engage consumers’ senses and affect perceptions, judgments, and behaviors. Ambient light color is an environmental variable with the potential to influence the customer experience in lodging industry sensory marketing programs. Contrast theory and disconfirmation of expectations served as the theoretical framework for this study. The purpose of this quantitative comparative study was to examine the relationships between ambient light color, consumer spending, and perceptions …

Social Media Deployment In A Business To Business Environment: Theory And Practice., Loran Jarrett

USF Tampa Graduate Theses and Dissertations

Social media is increasingly being used by business-to-business (B2B) firms to engage with their customers as they seek to maintain and grow their relationship with their customers. In my dissertation, I examine what communication objectives B2B firms seek to achieve via social media at different stages of the relationship cycle (exploration, expansion, maturity). I then use a panel of social media experts to evaluate the social media efforts of these firms to determine how well these firms achieve their social media objectives. I then contrast how the social media communication objectives of these firms at different stages of the relationship …

Analytics For Novel Consumer Insights (A Three Essay Dissertation), Utkarsh Shrivastava

USF Tampa Graduate Theses and Dissertations

Both literature and practice have investigated how the vast amount of ever increasing customer information can inform marketing strategy and decision making. However, the customer data is often susceptible to modeling bias and misleading findings due to various factors including sample selection and unobservable variables. The available analytics toolkit has continued to develop but in the age of nearly perfect information, the customer decision making has also evolved. The dissertation addresses some of the challenges in deriving valid and useful consumer insights from customer data in the digital age. The first study addresses the limitations of traditional customer purchase measures …